Small Hotels Tailor Amenities To Upscale Guests

Small hotels are where it’s at for most upscale travelers. But when it comes to choosing a property, clients are looking for a lot more than marble bathrooms and a basket of fresh fruit. They want immersive experiences in local culture, according to luxury trend reports and luxury agents.

The “Experiential Explosion,” as Forbes put it, in its 2017 luxury trends report, are the new buzzwords describing what up-market clients are after.

“Guests not only seek experiential travel, they consistently want that experience to be taken to the next level.  So, while the market can expect more luxury dude ranches, eco lodges and tented camps, guests are also demanding a personally curated stay that is particularly unique to them and to the destination.  Think private blessing by a shaman in Peru or foraging with the hotel chef followed by a cooking lesson in France,” the report says.

Leading Hotels of the World, in an international survey last year, also found that upmarket travelers seek local immersion. It reported that 68% of survey respondents said it’s important to immerse in a destination and learn about its culture.  Nine out of 10 (91%) said they want to visit notable historical and architectural sites; 89% want culinary experiences; 78% want to meet local people.

With that in mind, TMR reached out to the luxury hotel collection Red Carnation, which has 17 properties in Europe, South Africa and the United States, and asked some of its general managers in London to describe how their small hotels cater to guests who expect the VIP treatment to extend well beyond their rooms.

Hotel 41 is located just opposite the side entrance to Buckingham Palace. The Edwardian building decorated with its original wood paneling has plenty of old world charm, but general manager 

Malcolm Hendry said the 30-suite hotel caters to the needs of modern-day travelers.

“For instance, our Guest Experience Manager Andrew recently went to play tennis with one of our guests, and [another] went to play golf with a guest. If a couple or group wanted to go out on a jog around London’s parks and along the river, as an example, we can arrange for one of our team to accompany them and plan a beautiful route,” he said.

These personalized services are part of the hotel’s “Sports Buddies” program.

Horseback riding in Hyde Park is another popular activity that can be arranged for guests, and the hotel works with local Blue Badge guides who can organize walking tours, “very much tailored if requested,” such as a ghost walk or local history tour, or one that follows the route of the notorious Jack the Ripper.

The Montague on the Gardens, an 88-room Georgian townhouse in Bloomsbury, is situated across from the British Museum. General manager Dirk Crokaert said the hotel sets up private, guided tours of the museum and offers a behind-the-scenes look at the famed Royal Academy of Dramatic Art.

And in Kensington, there’s the 44-room Milestone Hotel, which dates back to 1689 and overlooks Kensington Gardens. Andrew Pike, its general manager, said guests can request a private tour of Kensington Palace, and, for luxury guests with a busy schedule, the hotel will arrange for a personal shopper at Harrods.

Rates at these luxury properties vary by room choice and by season. At Hotel 41, a weekend night stay in April costs about $510 per night, for example, while the Montague will charge roughly $430.

Hotels to watch
Take note of these new or soon-to-open hotels that Forbes labeled hot properties to watch this year:

Four Seasons Hotel at The Surf Club, Surfside, Florida. This 77-room hotel was designed by Richard Meier (who designed the Getty Center in Los Angeles, among others) and will sport a holistic spa.

Waldorf Astoria Beverly Hills. The 170-room hotel is Waldorf Astoria’s entry into the Los Angeles market and will feature a three-level lobby.

Las Alcobas, a Luxury Collection Hotel, in Napa Valley. Located next to the Beringer winery, this 68-room property will offer vineyard views and “rustic-chic” interiors.

The St. Regis Dubai, Al Habtoor Polo Resort & Club. This is St. Regis’ first polo resort and will have a riding school with more than 500 stables. It will offer 159 rooms and six dining venues.